Highlighting the expertise of staff members — “subject matter experts” — can be a great way to gain the attention of your target audience. To ensure that your organization receives maximum benefit from this approach, follow these steps.
The most important thing to ensure that survey responses guide your communications effectively is to act on them. Once you’ve gone to the trouble of identifying what your audience members want, make sure you reap the benefits of providing them with what they want.
When it comes to learning what current clients, prospective customers, association members or others want to know, nothing beats going straight to the source. By surveying a representative sample of your key audience, you can obtain a breadth of insights quickly and at relatively low – sometimes even no – cost.
More people in your audience will “get the message” when you treat the first portion of your communication as the only portion audience members are going to read, see, or hear.